Inside Asian Gaming

IAG FEB 2021年2月 亞博匯 102 FEATURES K nowing and understanding your audience is the key to success for any business. The ability to effectively convey the right message for decision making, based on where a customer is in their lifecycle, is integral to continued success and growth. The same strategy is often applied to the gaming industry. Successful operators across the globe know that by providing players with the appropriate prevention education and tools at each stage of the player journey, they can help players feel more informed, adopt safer play practices and ultimately create a culture of responsible, sustainable play. RELEVANCY IS KEY TO CONNECTING WITH PLAYERS Prevention education is not just about problem gambling awareness but about providing the appropriate information and messaging throughout the full player journey and identifying the best channels to reach different types of players. Where it is that a player falls within the player journey, and their level of risk, have a big impact on the message they should receive and how they consume it. Player education is crucial when it comes to healthy decision making and establishing safer play habits. Gambling literacy including how games work and concepts such as randomness and house advantage lead to an increased understanding about the risks involved in gambling and how players can protect themselves. This message is commonly used to educate new and casual players. More seasoned players benefit from education about managing their play and budget, recognizing the signs of a problem and how to access support. PREVENTION EDUCATION TACTICS Effective prevention education programs start with tailoredkeymessages that alignto thedesiredbehavior. For example, the messages used to encourage players to adopt low risk gambling practices will differ when speaking to older adults, versus younger. 對 於受眾的認知及了解是任何商業成功的關 鍵。基於一位客人與店家關係的親疏來把關 於決策的正確訊息有效地傳遞，對於持續的 成功及增長而言實在不可或缺。這種策略也 經常會用於博彩行業之中。世界各地成功的 營運者都知道，通過在不同的時期向玩家提供適當的預防教育及 工具的話，就可以讓玩家感到自己掌握更多資訊，並且採取安全 的耍樂方法，並最終構建出一個負責任而且可持續的耍樂文化。 「與之相關」是與玩家建立聯繫的關鍵 預防教育並不只是要人意識到問題賭博這件事，亦都要在整 個玩家體驗中提供適當的資訊及訊息，並且識別出能夠觸及到不 同類型玩家的最好渠道。不論是玩家所身處的體驗階段，還是他 們的風險程度，都對於他們應該接收的資訊以及他們如何消化這 資訊有很大的影響。玩家教育為健康地做決定以及養成安全的耍 樂習慣都非常重要。對於博彩的認識，包括到底遊戲如何運作，還 有隨機和主場優勢等概念，令到玩家更深地認知到賭博所涉及的 危害，以及玩家如何保護自己。這訊息一般會用來教育新的或者 不常參與賭博的玩家。那些更有歷練的玩家，將會得益於管理自 己的耍樂及預算、在出現問題時的徵狀、如何尋求協助等教育。 預防教育的策略 有效的預防教育計劃都是從一些度身訂做的訊息開始，這些 訊息都是與一些想要達到的行為有關。例如從前一些會鼓勵玩家 採取低風險博彩做法的訊息，對於比較年長和比較年輕的成人受 眾都會有分別。為某特定受眾度身訂造的訊息，可以確保訊息本 身的語氣合適，而使用合適的媒介及渠道去連繫你的目標的話， 就更有可能讓你的目標對你的訊息產生共鳴。每當在低風險博彩 策略等的話題上進行教育及提高意識時，很重要的一點就是要為 不同形式的賭博提供不同的安全耍樂貼士。